Changes in market structure that take place continuously and prosecute the perpetrators sooner or marketing practitioners always memeperbaharui paradigm of thinking, acting, and acting. In the context of marketing communications, the aspect of audience, media, and advertising are the three elements within the last 10 years significant changes.
Communication technology experts never stop creating new innovations in communications and the results are very hamper communication actors audience. Even consumers these days often feel left behind and claimed not to be able to follow the development of innovative communication products that continue to roll.
A simple example is the variety of new features personal communication tool that is often not very functional and practical, but it continues to grow despite the lack of time to be used. However, these features proved to be very effective to encourage interest in consumer buyer emotionally, not just rational Technology becomes a tool created to improve labor productivity (efficiency and effectiveness) that must be controlled entirely by its users.
But the increasingly high dependence on technology precisely defined as mastery of technology to users. And often this is regarded as a description. For example, the use of internet or online media, by various parties at this time are considered excessive (over-use), including the use of cell phones that proved to have changed a lot of interpersonal communication patterns, especially among young children and adolescents.
Change can never be prevented or avoided. It can only be investigated and managed, because the change is permanent, including also changes in the market. The practitioners of marketing or product and brand managers must always be ready to change, learn and apply the right strategy to cope with the consequences. Unfortunately, different companies, marketing practitioners are often not able or willing to change their thinking concepts, and very difficult to adapt to the situation of current conditions.
Change always brings consequences that require new ways of thinking, acting, and acting. New innovations in communications technology have created new media access and use is easy and free. In the context of the media industry, this is changing the competitive landscape among the media category. Commitment and loyalty of an audience increasingly hard bound, because they are at a very free in determining the choice of media.
So like it or not, every media managers continue to make the changes required. On the other hand, with increasing number of available communication media, brand owners often have to rack my brain harder in deciding the use of communication media, because of consumer media consumption patterns become more complex.
Market participants, both producers and practitioners who penbah experienced marketing situation in the era of the '70s to the '90s, would easily define the complexity of the market in every era. Entering the era of the 2000s, the market experienced a very significant change, so that every practitioner who is still active in managing the business would not want to actively make a paradigm shift.
In the context of the publishers of print media or publishers do more than create a newspaper, magazine, or tabloid, because if so we can be sure the media will be submerged and lost to the ages. Paradigms, concepts, or ideas of business management should continue to be sharpened and adjusted to the situation. Never underestimate the competition. Take note the competitive landscape around you, because manufacturers are growing more and more clever.
They get around the competition by creating different products that are often ambushed the audience with admiration. For example, the mobile phone manufacturers never stop creating new and interesting features, so the definition changed from mere mobile communication devices become part of the lifestyle.
Competition among mobile phone manufacturers has never stopped, and consumers also never tired of replacing their mobile phone. In the context of print media, the publisher or the publisher no longer simply create newspapers, magazines, or tabloids, because if so we can be sure we can be sure the media will be submerged and lost to the ages.
Skill mix of content, presents in the form of layout or design of dynamic and charming, so promising optimal interaction and digested audience thinking power, a requirement for the survival of print media. The print media can not deny the physical form and format that has been so conventional since it was created. From Guttenberg era, the early discovery of the printing press, newspapers, magazines, or read a newspaper only audience through online media, then in defining the form of media, the print newspaper actually ascertained will be deleted.
Hope to survive the print newspaper still exists, because even if the trend decline in the number of readers continues, and several print media and even to close down, reading the newspaper in print form is recognized still give a different experience when compared to on-line media. It should be understood, if the audience is reading the paper through the online medium, then the paper's position is no longer standing, but the entry in the context of convergence.
The companies engaged in services has always believed that customer service did not stop at product innovations that are tangible, but also on the intangible. Changes will continue to happen, so the paradigm you have to continue to change and prepare appropriate strategies to deal with change. Strength of the market leaders lies in their very high adaptation to changes, so that they can survive, even grow.
